Advertisers are demanding a more holistic view from their agencies, asking them to consider how to tap into younger consumers via blogs, social networking sites, advertiser-funded content and viral advertising. The latter, which involves making branded messages so engaging and interesting that web users feel compelled to send them on to friends, has come of age during the past two years. ‘We’re seeing a new wave of interest because brands are looking for new forms of media and new marketing techniques,’ says Will Jeffery, Managing Director of viral advertising agency Maverick.

In the short term, Hassell , director at digital agency Ralph, believes that advertisers will increasingly release adverts on the Internet first as a means of creating a buzz around a particular clip

Tenses and time phrases

2 A few years ago …

3 At the moment...

4 By the year 2050 …

5 Nowadays...

6 Over the past ten years...

7 In the next five years...

8 During the I980s...

9 Sooner or later...

2 Use the appropriate time phrase from exercise 1 to complete each sentence. 1 _____we have seen a gradual reduction in working hours.

2 _____no-one has found a satisfactory solution to the problem of the ageing population.

3 _____watching television was more popular among younger age groups than using the Internet.

4 _____the advertising industry enjoyed a boom.

5 _____the economy will begin to recover from its recent

6 _____global temperatures will have risen by 3℃.

7 _____politicians pay too much attention to presentation of their policies and too little attention to their substance.

3 Write some sentences of your own using the time phrases from exercise 1. ■ Transitive and intransitive verbs

4 Choose the correct verb to complete each sentence.

1 The government is going to rise /raise the school leaving age from 16 to 17. 2 The price of oil has risen / raised again.